Sandwich Your PPC Ads with URLs

Elizabeth Marsten Mar 24 2008

We all know that the biggest part of attracting a potential customer to clicking on your ad is the headline. They see that bold text, what they searched for and are drawn in like a moth to a flame. But in the continual quest that is a PPC Analyst’s career, we have to think of innovative or employ new tactics to entice those visitors. So let me ask you this: have you tried using your display URL, rather the address of your website as a headline?

Face it, a lot of people actually type the destination URL in the search field and hit “search” rather than type it directly into the browser. If your website address includes your most popular or type of product/service you can not only increase branding, but the visitor will see that URL and think “Yes! That’s what I was looking for!” This works particularly well if you have a client with an established presence as a brand and you receive lots of searches each month just on their name.

Examples:

Client sells blue stationery. Website URL is www.bluestationery.com. Nice and easy because the URL is short enough to include a space between “blue” and “stationery”.

Client sells striped stationery. Website URL is www.stripedstationery.com. Just long enough as the entire URL, too long if you add any spaces.

Client sells polka dot stationery. Website URL is: www.polkadotstationery.com but the URL is too long for a headline, so drop the “www”.

Vice President of Search Marketing

Elizabeth supervises the overall search division at Portent, which includes PPC, SEO, Social Media and Analytics. If you really want to know more about her check out her bit.ly bundle. Elizabeth has written several ebooks, is a ClickZ columnist, a Lynda.com course author, a Dummies book author and speaks on PPC across the USA at various conferences including the SMX shows, mozCon and Hero Con. Read More

1 Comments

I can attest that this is overlooked far to often. It’s a no-brainer, but when you think you already have that base covered with your display URL, you might want to think again. In some cases, a website (online brand name) means more to people than a keyword does.

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